Paul Gillin
Surprise! Corporate b-to-b blogs aren't a cure-all. Forrester examined 36 companies that touted blogs a year ago and found that only half of them were sustaining the commitment. The problem: topics are boring, the voice is institutional and uninspiring and the authors don't invite conversation. There are tricks to blogging right, but just yammering about your products and company isn't going to stimulate conversation.
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